Match Group Tests Lower-Priced Hinge Subscription Tier to Combat User Fatigue
Match Group is testing a more affordable subscription tier for its Hinge app, aiming to attract price-sensitive users and women. While Hinge remains one of Match Group's strongest performers—reporting a 19% increase in direct revenue and a 23% rise in paying users during the third quarter—it currently has lower payer penetration compared to Tinder. The new tier will offer features like custom location boundaries and additional filters. The strategic shift comes as the dating app industry faces significant headwinds from subscription fatigue and declining user engagement. To counter these trends, Match Group is diversifying its offerings beyond traditional swiping, introducing initiatives like 'Group Hangouts' and real-time adaptive recommendations to improve user experience and retention.
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Topics: dating apps earnings report product launch subscription models user growth